Mumbai, India – ePayLater, a buy now, pay later (BNPL) payments platform for retailers in India, has launched a new campaign to pay homage to the Indian shopkeepers. 

The 1-minute film, which was developed in collaboration with media agency Madison World, features Indian shopkeepers’ role in a day-to-day life come sun or rain, or even the challenges posed by lockdowns, ensuring to deliver all the essentials to the consumers. It also highlights ePayLater’s promise of adding wings of success to the shopkeeper’s business in following their dreams in new ways – creating a more meaningful connections to Indian consumers.

Speaking about the campaign, Aurko Bhattacharya, co-founder of ePayLater, shared that no one has ever thanked the small dukaandars enough for their contribution to society, and with this in mind, Madison BMB got the pulse of our audience and created a heart-warming campaign for these unsung heroes. 

“As a brand, we have invested a lot of time and effort in creating a fintech platform that makes the process of availing credit easy; thus financially empowering these shopkeepers to unleash their true potential,” Bhattacharya said.

Meanwhile, Sunay Jain, marketing head at ePayLater, said, “The integrated campaign conceptualized by Madison BMB is an ode to the local shopkeepers who have done so much for each one of us. The TVC echoes the brand’s promise of adding wings of success to the shopkeeper’s business.”

Raj Nair, CEO and CCO at Madison BMB, commented, “This integrated campaign for ePayLater is an ode to these shop owners and revolves around how the brand is, in fact, not just a fintech product but metaphorically the wind beneath their wings. ePayLater takes pride in their achievements and watches them grow their business and prosper.”

Nair added, “In order to ensure maximum reach and impact within our audience group over a period of time, we’ve taken the essence of the campaign beyond the thematic film into digital media and shop level activation as well.” 

Mumbai, India – ePayLater, the buy now, pay later (BNPL) payments platform for retailers in India, has appointed media agency Madison, to handle its creative and media duties.

ePayLater offers interest-free financial credit. It focuses on small business owners and trader segments, as well as FMCG retailers, helping them to expand their businesses. The partnership will see full-service advertising unit Madison BMB managing ePayLater’s creative assignment, while media unit Madison Media Sigma will lead the entire media mandate including TV, print, radio, and OOH, as well as digital, and cinema. 

Akshat Saxena, the co-founder of ePayLater, commented, “It’s an exciting phase of growth for ePayLater and with Madison as our partner, we are confident about effectively reaching out to millions of retailers in the country who stand to benefit from this solution.”

Meanwhile, Vanita Keswani, Madison Media Sigma’s CEO, said that they are truly excited to be partnering with ePayLater, expanding its reach and strengthening it as a game-changer Fintech brand in today’s fast-paced digitized environment.

Raj Nair, the CEO and chief creative officer of Madison BMB, shared that fintech space in India is constantly innovating and developing, and while there are many players, the leadership team at ePayLater are very upbeat about their prospects by virtue of what they bring to the table to smaller retailers and helping them spread their wings and fueling their growth story. 

“Their partnerships with B2B majors like Metro Cash & Carry, Walmart, BigBasket, and large FMCG brands help hugely towards this end. We are looking forward to helping ePayLater succeed across the country,” said Nair.

Just recently, Madison BMB has also been appointed by fast-moving consumer goods (FMCG), Gardenia Cosmotrade LLP, to manage its creative duties for its men’s grooming brand, Gatsby, in India.